As an e-tailer you must be aware that shopping cart abandonment is a predominant issue in e-commerce. In order to know how to tackle it you should be knowledgeable of the common reasons for this phenomenon.
According to Statista, the top reasons for cart abandonment in 2015 are the following:
1. Unexpected shipping cost
The top reason, cited by 25% of cart abandoners is tackling extra costs when they are about to proceed with the checkout. Hidden costs, which may also include taxes and required complementary items, often cause irritation and consumer remorse (especially if they are deemed high).
Solution? It is crucial companies fully disclose the final cost from the very beginning, or even include it in the item’s cost and offer ‘free’ shipping. Indeed, cpcstrategy found that free shipping is deemed “critical” to 73% of customers to make a purchase and will encourage 93% of shoppers to buy more online.
2. Having to create a new user account
In the age of immediacy, where we do things quickly and seek instant results, having to put time and effort to complete a transaction is a nuisance to many consumers. As Statista shows, 22% of cart abandoners do not complete purchases when they need to create a new user account.
Solution? To combat this, it is essential to offer customers a guest checkout option.
3. Was conducting research to buy later
Many consumers prefer browsing products and companies and conducting research on the price, quality, shipping and more, before they make a purchase. Therefore, they may exit the website with items in the shopping cart and return to them several times before they make a purchase (if they do not find a better alternative).
Solution? Implement a price match guarantee pop up to ensure customers.
4. Concerns about payment security
Some consumers have security concerns regarding the website, the order process and credit card information.
Solution? it is important to include SSLs and customers’ reviews to assure the consumers.
5. Long and confusing checkout
Similar to making a new user account, if any other factor makes the checkout process long, it is an annoyance to the consumer and they may end it mid-process. Moreover, if the checkout process is not smooth but rather confusing, the poor experience of the consumer will motivate to give up mid-process.
Solution? Keep the checkout short, minimize form element and have clear calls to action.
6. Couldn’t find a coupon code
Since consumers are aware that coupon or promotion codes are often offered, they will usually look for one. If they cannot find a coupon code they may decide to wait until they are offered one or until there is a discount on the items. This mindset is particularly strong when the coupon code search bar is near the checkout and is noticeable, enhancing the idea that if they do not have any discount they are paying too much.
Solution? Auto-apply coupons when given via email or pop ups, otherwise, make the coupon bar less visible.
7. No express shipping available
In some cases, consumers are looking for a product they can have quickly, perhaps for a particular occasion. Therefore, when there is no option of express shipping and it is longer than is desired, it is of no use for customers and they will abandon their items.
Solution? Offer express shipping for a higher shipping cost.
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Other possible reasons for cart abandonment that are not mentioned in Statista are the following:
8. Lack of payment options
According to a ClickandBuy survey over 50% of regular online shoppers will cancel a potential purchase if their preferred payment method is not available.
Solution? Offer as many payment options as possible, including local payment methods, such as AliPay in China.
9. An unfavourable return policy
Such policy is one that costs money or offers return in too little days. According to cpcstrategy, 2 out of 3 shoppers would buy more online if returns were free.
Solution? Offer free 30 days return.
10. Lack of customer support
Customers need intimacy and interaction during their buying process, as much as in physical retail, if not more. A study by LivePerson found that 83% of online shoppers want some form of help during their online shopping process and 51% of shoppers are more likely to make a purchase if they have customer support via live chat.
Solution? Provide a live chat option.
Other reasons include, the price of the product itself is too expensive, real-life diversions, cross-device hopping, website crashes and more.
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